S&P Dow Jones Indices

Metrics-shattering global advertising program builds brand presence and pushes boundaries year over year.

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S&P Dow Jones Indices

Metrics-shattering global advertising program builds brand presence and pushes boundaries year over year.

Challenge

Build on success and bring preeminent leadership and expertise to the next level.

Opportunity

Be bold, demonstrate confidence and claim the leadership role earned.

Exponent

A 240% higher response rate than average and clear ownership of the indexing conversation.

The Challenge

The Challenge

The Challenge

In 2015, S&P Dow Jones Indices sought to build on its 2014 Indexology®campaign success and bring its preeminent leadership and expertise to the next level. The company wanted to speak confidently and boldly about its brand, while affirming its role at the forefront of index change and innovation.

Its overarching goal was to bring its entire brand platform—The Empowering Intelligence of S&P DJI—to life.

The Opportunity

The Opportunity

The Opportunity

When you’re the market leader, you’ve earned the right to be bold and to speak confidently about your brand. S&P Dow Jones Indices’ preeminence in indexing naturally positioned it as the alpha—the one to turn to for index information and the one in the industry to watch.

That’s why we created the “One to Watch” campaign, which celebrated the “alpha” quality of individuals in pursuit of excellence. We employed a confident tone, direct language and prominent, crisp headlines that were emotionally appealing, together with identifiable imagery and full-bleed photography.

Our HTML5 digital creative was pushed forward through the use of rich media to deliver video and custom animation in high-impact placements across leadership, trade and regional sites. The print campaign ran globally and regionally as full-page ad spread formats in leadership media, including The Wall Street Journal, Pensions & Investments and Intuitional Investor, among others.

The Exponent

The Exponent

The Exponent

During the first month, the campaign generated over 170,000 engagements and produced a 240% higher response rate than the industry average. It also won an FCS Award.

Through the campaign, we reinforced S&P DJI’s game-changing leadership across the Indexology® pillars—igniting dynamic intellectual leadership, propelling an unmatched legacy of index innovation, conveying knowledge through education and helping clients to execute their investment ideas.